The campaign, which has been devised by Ogilvy & Mather London, is to position the retailer’s forecourts as a ‘beacon at the side of the road’ sending people on their way ready and refreshed.
Because brand ambassadors have started touring the country for 155 live days, starting with the South of England Show, which took place last weekend (5-7 June), and visiting other events and locations until September.
The roadshow features two tiers of activation – a large experiential stand at nine county shows, as well as 134 days of touring activity from a pop-up trailer.
At the country shows, an experiential stand will offer complimentary refreshments, entertainment and seating, replicating the welcoming service of a BP forecourt. A five-metre-high BP totem will act as a giant beacon for the stand, whilst consumers will be invited to take part in a green laser game challenge for a chance to win prizes.
The smaller pop-up experience will feature two branded trailers, serving free Wild Bean Café drinks and tasty snacks. An inflatable totem and green under-vehicle lighting will create added visibility for the experience, which will visit town centres, local parks and small regional events.
Sharon Richey, chief executive of Because, said: "Green Lights All the Way is all about building a strong emotional connection between BP and its high value customers by giving people free treats and experiences in unexpected places, just when they need them most.
"It’s a brilliant way to let people know the kind of refreshing and friendly experience they can expect when they visit a BP forecourt."
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